Gold award for Branded Entertainment/Content Campaign of the Year
Agency/Firm: Bensimon Byrne/Narrative
Client: Casey House
In Others, Casey House harnessed the power and sense of community inherent in cinema to convey the fear and stigma experienced by individuals living with HIV, drawing from the real-life experiences of six people with the condition. Modeled after a horror film, Others is the tale of a man who finds himself ostracized in a dystopian society, compelled to exist in a perpetual state of apprehension as a way of symbolizing the daily fears faced by those living with HIV. Casey House is a hospital in Canada that solely cares for people living with or at risk of HIV/AIDS.
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The central character is portrayed by Peter McPherson, known for his roles in In from the Side and The Chair, making him the first HIV+ actor to portray an HIV+ lead character, according to the Canadian hospital. Stranded with a broken-down car, he must rely on the kindness of a stranger. However, as the seemingly genuine helpfulness morphs into unsettling manipulation, Peter becomes increasingly anxious about his own safety.
Casey House premiered Others in October 2022 during a two-day event held at an abandoned amusement park. The showing a documentary on the lives of patients with HIV and an expert panel discussion about the severe health consequences of stigma. The project left a lasting impression, garnering attention in more than 300 news articles and 4 billion impressions on social media, translating into $1.4 million in media value. The film, created by Bensimon Byrne/Narrative, took gold for the advocacy Branded Entertainment/Content Campaign of the Year.